Brand Identity System & Guidelines

Brand Identity System & Guidelines

version 2.0

IMPACT CHURCH BRAND IDENTITY SYSTEM & GUIDELINES

table of content

1. 2. 3. 4. 5. 6.

Vision

Purpose

Logo

Logo Architecture

Logo Errors

Colors

7.

Color Theory Color Palette

8. 9.

Fonts 10. Type Hierarchy 11. Mood Board 12. Photography Rules 13. Promotional Material Rules 14. Social Media Rules 15. Website Rules

16. Email Rules 17. Terminology

1. vision

Impact Church is an inclusive gathering of people committed to holistic salvation and doing Christ 's work in the world.

vision statement

2. purpose

Brand Identity System & Guidelines are a set of rules that define how a brand works and how it should be used. Having strong Brand Identity System & Guidelines saves time, money, and frustration. Managing the consistency and integrity of a brand requires intelligent standards and guidelines that everyone must adhere to internally. Adhering to the guidelines requires discipline and vigilance. The Impact Church Brand Identity System & Guidelines is designed to ensure adherence to and consistent implementation of the rules outlined in this document.

3. logo

brandmark

brand signature

wordmark

Primary Logo

brand signature

brandmark

wordmark

Secondary Logo

4. logo architecture

IMPACT M O R E T H A N P O S S I B L E

IMPACT I M P R I N T

IMPACT N x T - G

IMPACT O N M A I N

5. logo errors

Never stretch logo.

Never change logo color.

DOING CHURCH DIFFERENTLY

Never rotate logo.

Never write over logo.

6. colors

Primary Colors

Hex: #FE5708 CMYK: 0, 70, 89, 0 Pantone: Orange 021 C

Hex: #86CDBB CMYK: 44, 2, 26, 0 Pantone: 337 C

Secondary Colors

Hex: #5B455B CMYK: 67, 76, 40, 17 Pantone: 7666 C Hex: #789E96 CMYK: 33, 27, 24, 0 Pantone: 5565 C Hex: #E8EDDC CMYK: 8, 3, 11, 0 Pantone: 7527 C Hex: #FFFFFF CMYK: 0, 80, 94, 0 Pantone: 000C

7. colors theory

Primary Colors

Orange represents energy, joy, excitement, enthusiasm, happiness, success, and creativity.

Teal represents calmness, wisdom, serenity, wholeness, creativity, femininity, emotional balance, spiritual grounding, friendship, joy, tranquility, patience, intuition, and loyalty.

Secondary Colors

Eggplant Purple represents spirituality, compassion, imagination, intuition, royalty, wisdom, nobility, and dignity. Beige represents neutral, calmness, relaxation, softness, elegance, quietness, and pleasantness. White represents goodness, innocence, purity, virginity, perfection, cleanliness, faith, and successful beginnings. Pine represents renewal, refreshing, regeneration, balance, growth, nature, stability, and harmony.

8. color palette

9. fonts

Raleway ABCDE FGH I J KLMNOPQRSTUVWXYZ a b cde f gh i j k l mn opq r s t u vwx y z 1 2 3 4 5 6 7 8 9 0

Primary Font

VANGUARD A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0

Secondary Font

Northwell A B C D E F G H I J K L MN O P Q R S T U V WX Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Tertiary Font

10. type hierarchy

Raleway Black

AaBbCc 123

Header

VANGUARD regular (or) bold

ABc 123 abc 123 A a B b C c 1 2 3

Sub-Header

Northwell

Decorative

Raleway Regular

AaBbCc 123

Body

11. mood board

church

committed to holistic salvation.

We are Impact .

w e a r e a n i n c l u s i v e g a t h e r i n g o f p e o p l e . D o i n g C h r i s t ’ s w o r k i n t h e w o r l d .

IMPACT CHURCH

11. mood board (cont’d)

nxt-g

YOUTH

f u n , i n t e r a c t i v e , a n d a g e - r e l e v a n t. I m c r e d i b l e s , I m p a c t K i d z , Ma x i m u m I m p a c t

NxT-G

12. photography

rules

Which photos capture Impact Church the best? • Photos of the Sunday worship experience (specifically photos of people singing, worshipping, hugging, laughing, and using technology; photos of families; photos of children playing and serving; photos of Millennials; photos of the praise and worship team; photos of the speaker). • Photos of candid moments of people serving others.

*Here is a collage of the type of photos to shoot for Impact Church.

1. Focus more on capturing “ lifestyle ” moments rather than head-shots and portrait shots. 2. Focus more on capturing “ candid ” moments rather than planned shots. 3. Be mindful of the church’s brand, message, and culture when deciding what moments to capture.

13. promotional material

rules

1. Incorporate the fonts and colors from this document in the promotional material created. 2. Avoid using outside fonts for promotional material. 3. All promotional material must have a look, feel, style, and approach when created that is consistent with the [10. Mood Board]. 4. Promotional material should incorporate the type of photos described on [11. Photography].

Old approach to promotional material.

New approach to promotional material.

14. social media

rules

Facebook: 1. Facebook is a conversational and video-content driven platform. 2. Focus less on just posting content and more on creating opportunities for engagement with followers and fans. For example, ask questions about the messages on Sunday to get feedback and responses, hold contests, create polls to get feedback, do trivia, etc. Turn your posts into moments to create engagement. 3. Video converts well on Facebook. Posting clips of the worship experience (ie. music and message), clips of people serving, and clips of upcoming events are great ways to get engagement. 4. Quotes convert well on Facebook. Taking a quote from Pastor Olu or one of the speaker on Sunday and turning it into a post is a great way to get engagement. Avoid using quotes from outside people or random quotes that have already been created into graphics. 5. Gifs convert well on Facebook. Taking a video clip of the worship experience and making a 3 to 5 second gif is a

great way to get engagement. 6. Reference Elevation Church: • facebook.com/elevationchurch.org 7. Reference Hillsong Church NYC: • facebook.com/HillsongNYC

14. social media (cont’d)

rules

Instagram: 1. Instagram is a photo sharing platform, so images tend to convert better than text-based graphics. 2. Post more lifestyle photos, candid photos, and images of people serving, leading, worshipping, laughing, and hugging at Impact Church. Reference photos described on [11. Photography]. 3. Instagram allows you to add up to 30 hashtags to a post. Along with using hashtags specific to Impact Church, also consider using hashtags that would be relevant to the church and popular for people to search. This makes it easier for Instagram users to find Impact Church when they search these hashtags. For example…

• #church, #worship, #music, #love, #family, #community, #jesus, #bible, #atlanta, #atl 4. Reference Elevation Church: • instagram.com/elevationchurch 5. Reference Hillsong Church NYC: • instagram.com/hillsongnyc

14. social media (cont’d)

rules

Other Social Media Rules: 1. Avoid using outside graphics with quotes that are not created for and by Impact Church. 2. All social media graphics should be native to Impact Church, and not pulled from outside social media accounts. 3. Create cohesion with Impact Church’s message series graphics across all platforms and social media. For example, if a series is about to start or is currently going on, make sure that graphic is displayed as the banner for Facebook and Twitter.

15. website

rules

1. Incorporate the fonts and colors from this document in the website. 2. Avoid using outside fonts for the website. 3. The website must have a look, feel, style, and approach when created that is consistent with the [10. Mood Board]. 4. The website should incorporate the type of photos described on [11. Photography].

16. email

rules

1. Incorporate the fonts and colors from this document in all emails. 2. Avoid using outside fonts for emails. 3. Emails must have a look, feel, style, and approach when created that is consistent with the [10. Mood Board]. 4. Emails should incorporate the type of photos described on [11. Photography].

17. terminology

Church Member = Impactor Church

Service = Experience

Membership Process = Ignite

Small Groups = Imprint

Pastoral Care = Care Team

Children and Youth = NxT-G K—5th

Grade = Impact Kidz

6th—12th Grade = Maximum Impact

the end